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This study explores the expectations and perceptions of customers regarding the « Try before you buy » technology. Moreover, this study also considers customers’ motivations and barriers concerning the adoption of this kind of technology and the impacts of it on their make-up purchasing behavior. In consideration is taken not only the online application, but also the application used in real life stores.

Augmented reality, makeup, try before you buy, customer experience, digital technologies --- Sciences économiques & de gestion > Marketing